More Than Just Words- The Utilisation of Values in Marketing
“Twenty minutes, everyone. In your groups, identify your top four values. They must be aspirational, representative of the organisation, and those which you are confident you can embody every day. OK…3, 2, 1, go!”
Sound familiar? You’ve been in this workshop, we all have. Scribbling down values like ‘courage’, ‘excellence’, ‘respect’, and ‘communication’. Almost every organisation will run this exercise, but it is one thing to declare them and quite another to live and breathe them. How often have you seen these values genuinely mirrored in a company’s actions? We all want to exemplify courage, we want to deliver excellence, we want to be respectful to others, and providing outstanding communication is central to relationship success. Yet, they often become mere words on a website or a forgotten poster on an office wall. Unfortunately, a true commitment to these values, particularly in how a company markets itself, is rare. This is a crucial error, as this is precisely where they need to be at their most prominent.
Value Infused Marketing
You must remember that marketing isn’t just about selling a gadget or a barrel of whiskey (as I seem to be getting regular calls about), it’s an opportunity to showcase how your values align with those of your consumers. More so, can you create enough of an ‘argument’ so that you can convince the consumer that you are in effect, one in the same person? A step further, can you overlap your self-concepts enough for the consumer to want to expand their identity through purchasing with your business? These are the goals, but how you reach these points will depend on how you present your values.
Imagine shouting from the rooftops, ‘I VALUE GREATNESS, JOIN ME IN THE GREAT CLUB, SO WE CAN ALL BE GREAT!’. Do you think people will stop and form a queue, buzzing with excitement? I doubt it, there must be more substance. People seek meaningful connections, not empty proclamations.
I saw a clear example of this (or rather lack of it) yesterday in an email I received from a prominent outdoor clothing company. The issue was that there was nothing contained in the copy that stated or alluded to the company’s values; despite there being a logo infused with individuality. The email just focused on product features. No explanation or reference to their unique logo, and no sense of their brand identity. It wasn’t evident from their copy that they were clear on the key drivers that fuel purchasing decisions.
Driving Decisions
If a consumer has a choice of 3 different types of items, what are the influential factors that are going through the prospect’s mind? I’ll tell you the ones which will make them move towards the checkout:
Survival, Safety and Security
Belonging
Self-esteem and ego
Self-actualisation
Emotional resonance
FOMO (Fear of Missing Out)
Convenience and efficiency
Top brands understand this. More so, those who sit at the 1%, are the global giants who weave these psychological drivers with their values, creating a compelling and magnetic pull. Apple’s ‘Think Different’, appeals to the technological disrupters, aligning with their audience’s values of innovation and reliability. From an identity point of view, the audience Apple is targeting are those with a strong will for individualisation. Similarly, Nike’s ‘Just Do It’, hypes up their market audience’s self-esteem, spurring up emotions of self-improvement and achievement. Every ad, poster and athlete wearing Nike taps into the sense of belonging innate to all sports teams. Both brands create strong emotional resonance with their products. Their consumers feel like they belong to a community. They know through reputation the quality of the products. Their egos inflate when they see celebrities and athletes wearing/using the same items they are. Whilst these major players are masters in catchy slogans that tap into all that’s been mentioned, let’s jump into a more specific example.
Patagonia – Exemplifying Value Integration
Let’s contrast our earlier outdoors company with Patagonia. Their tagline provides a clear statement of their values: ‘The Cleanest Line’. Ok, environmental sustainability and ethical production aren’t exactly unique, especially today. Alone they won’t provide that pull to your brand. But what makes Patagonia’s message so impactful is the commitment to living out these values in every aspect of their operation:
Patagonia Stories. Engaging stories exploring topics that include sports, adventure, culture and planet.
Patagonia Action Works. A feature that connects consumers to local events, environmental groups, volunteering opportunities and petitions.
Patagonia Campaigns. Linked to the above, a wide range of actions backed by Patagonia and their partners.
Product descriptions and innovations. Recycled materials feature in all their products, the descriptions reflect that reality.
The question now is, how can you follow the path set out by Patagonia? It’s quite simple.
Embedding Your Values
So, how do you go about placing your values throughout your business, especially in your marketing?
You follow 6 key steps:
Regular Micro Value Assessments (MVAs). Continuously evaluate how well your current messaging and practices reflect your core brand values, your identity, your purpose, your offer and your voice. Have you positioned this product in a way that best demonstrates who you are? Are you providing enough variety in your engagements that address our values in multiple ways?
Consumer Micro Value Assessments (CMVAs). Like the above, explore the values of your target market. What are they? Go into their mindsets, how might they spend their day? What shops do they frequent? What activities do they do? Where do they travel? Creating a strong target avatar will help with this significantly.
Exemplify alignment. Ensure your current campaigns, events, blogs, and messaging genuinely reflect your shared values. Find the commonalities and ensure your writing makes them subtly clear.
Subtle messaging. Don’t just state your values. Weave them into your narrative. Don’t say, ‘Take this jacket on an adventure’. Do say, ‘Embark into the wilderness to stand strong against the tides of nature.’ One states the value directly, whilst the other appeals to the emotional centre of the value that lies at the core of the brand; without saying so directly. Alongside this, keep in mind the key psychological drivers of buyer decision-making. This will help you craft your copy with stronger effect.
Create new engagement opportunities. Looking to the future, with this new knowledge, what can you now create that will offer consumers new ways to participate and connect?
Value-based OODA Loops. Run one through to six again in a loop. Observe, Orient, Decide and Act. Review whether you have infused your messaging with the values you and your consumer both share. Have you spoken to the key psychological drivers? Invite feedback. Make changes. Act again.
People are tired of hollow slogans and snake oil labels promising the world and all its riches without delivering. What consumers want, and need are businesses that provide the ways and means for them to expand and grow over time. To implement their values into the world in exciting and new ways. To provide the means for them to become who they want to be.
Make a real impact on your business, the lives of your consumers and your industry by living out the values you claim to hold.
Stop creating empty statements, start crafting realities.
Thank you for taking the time to read this.
As always, your constructive feedback is appreciated so do reply to this to let me know if you found this useful, if you didn’t and who else you would want to see in this series.
A small ask, if you find this interesting, then please re-post to your network and follow me on X @vitali_writes or on Linked In under chris-vitali and/or vital-words.
Until next time,
Chris
From Era to Enterprise Episode #1
What if Gandhi was your…CMO?!
Era to Enterprise Episode #1
Let's imagine a scenario — what if Mahatma Gandhi, a symbol of peace and non-violence, was your Chief Marketing Officer (CMO)?
How would he create a connection with your audience?
What words would he use?
What can we apply from his life into the world of marketing?
In this inaugural episode of Era to Enterprise, marketing strategies from the legends, I explore the possibilities so that you may enliven your messaging with lessons from history’s most recognisable figures.
First off, let's take a brief look at the man himself. Mahatma Gandhi, also known as Mohandas Karamchand Gandhi, was an influential figure of the 20th century who led India to independence from British rule through his philosophy of non-violent resistance, popularly known as 'Satyagraha'. But Gandhi was not only a freedom fighter, his philosophies embody ideals and principles that can be applied universally, including the marketing world.
Gandhi’s famous sayings:
Gandhi was known for his insightful sayings that beautifully encapsulate his thoughts and principles. Two notable quotes include:
"Be the change you wish to see in the world."
"My life is my message."
These teachings emphasise authenticity, living by example, and communicating with integrity.
Why would Gandhi make a good Chief Marketing Officer?
Gandhi believed in ethical, transparent, and empathetic communication, the cornerstones of effective marketing. He emphasised understanding and connecting with people at an emotional level, a skill essential for creating impactful, relatable campaigns that are attuned to the audience. His approach was rooted in truth and honesty, vital when seeking to establish trust with your audience as you seek to build your brand’s reputation.
As an example, let’s look back to the Salt March, also known as the Dandi March, in 1930. This was a non-violent protest against the British salt tax. Instead of taking the violent route, Gandhi, along with thousands of Indians, marched approximately 240 miles to the Arabian Sea to make their own salt.
From a marketing perspective, this historic event was exceptional. It showcased Gandhi’s deep understanding of the audience—the Indian public. He took a complex issue—colonial taxation—and boiled it down to something simple and relatable for everyone: salt. This is precisely what a good marketer does: identify, distill and communicate a general topic in a reduced, often singular, form. From here, the value proposition is presented in a way that can be understood easily, resonates with the audience and can serve as a point of focus.
What would Gandhi do as a CMO?
As your CMO, Gandhi would likely prioritise empathy, truthfulness and customer satisfaction. The peaceful, heart-felt, and inclusive nature of Gandhi's rallies and negotiations can offer invaluable insights for tailoring marketing messaging.
Be Authentic: Just as Gandhi's life was his message, he would insist that your brand narrative should reflect your values and vision. Any disconnect between what you claim and deliver would be unacceptable.
Communicate with Transparency: In all messaging, he would promote transparency and honesty. Deceptive marketing tactics, misleading claims or superficial buzzwords would have no place in his strategy.
Practice Empathetic Marketing: Understanding and responding to the customer's needs, pain points, and aspirations would be the crux of his marketing strategy. He would prioritize customer experiences and satisfaction over mere sales numbers.
Promote Sustainability: Given Gandhi’s emphasis on sustainable living and respect for the environment, he would advocate for sustainable and ethical business practices. This would also resonate well with today’s environmentally-conscious consumers.
Create Meaningful Relationships: Gandhi believed in fostering deep connections. He would ensure your brand isn't just selling products or services, but building relationships with your audience, adding value to their lives.
Gandhi’s approach to the British rule was non-confrontational. He maintained a stance of civil disobedience that was firm, yet respectful. A similar approach can be adopted by brands, especially in an era of hyper-competitiveness. Instead of taking aggressive swipes at competitors, brands can respectfully acknowledge competition, while highlighting their individual value propositions.
Gandhi's negotiations with the British were rooted in understanding their perspective, even as he steadfastly articulated the demands of the Indian people. This approach can be mirrored in customer communication. Brands should always strive to understand customer needs, pain points, and preferences to create messages that resonate deeply with them.
Lastly, Gandhi used inclusive language, fostering a sense of unity among his followers. In marketing, inclusive language can make your audience feel valued, seen, and part of a larger community. This builds loyalty and trust with your brand.
Gandhi's principles have a unique resonance:
Promote Holistic Wellness: Gandhi believed in holistic wellness, both mental and physical, and a simple, balanced life. He would highlight the importance of overall wellness in all marketing messages, creating campaigns that educate customers on the value of integrating physical fitness, mental health, and balanced nutrition.
Advocate Non-harmfulness (Ahimsa): His belief in 'Ahimsa' or non-violence promoted non-harmful practices. This means advocating for products or services that cause no harm to the body, mind, or the environment. For example, if your business offers natural or eco-friendly products, Gandhi would emphasise communicating these benefits transparently to your audience.
Prioritize Empathetic Customer Interaction: Gandhi’s approach to communication was always rooted in understanding and empathy. He would ensure that your business truly grasps your customers' health goals and struggles, offering solutions that are personalized and caring, rather than a one-size-fits-all approach.
Champion Sustainable Lifestyle: Gandhi would use your brand's platform to send a powerful message. He would advocate living a balanced, sustainable lifestyle that respects both ourselves and the environment we live in.
So, as you contemplate your next marketing move, ask yourself: What would Gandhi do? Let his philosophy guide your marketing strategies, and you might find yourself not only achieving business success but also making a positive impact in your customers' lives and the world at large, just as he did during his time.
Thank you for taking the time to read this first episode! Keep an eye out for Episode 2.
As always, your constructive feedback is appreciated so do reply to this to let me know if you found this useful, if you didn’t and who else you would want to see in this series.
A small ask, if you find this interesting, then please re-post to your network and follow me on X @vitali_writes.
Until next time,
Chris